A STARRING ROLE FOR LG INNOVATION AT BUSAN FILM FESTIVAL
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By News Reporter
Company’s New Brand Film Showcases Affectionate Intelligence,
Delivering Meaningful and Thoughtful Experiences to Customers
SEOUL, April 1, 2025 — LG Electronics (LG) has unveiled a new a brand film titled “Less Artificial, More Human,” inspiring customers to explore how life can be enriched through thoughtful moments and meaningful experiences powered by LG’s Affectionate Intelligence. This film is part of the ongoing Life’s Good global campaign, initially introduced in August 2023 to spread a message of optimism worldwide.
LG is committed to redefining the customer experience, ensuring that the essence of Life’s Good is reflected in every aspect of its products, services and communications. In this evolving AI era, LG continues its pursuit of delivering more authentic experiences by keeping humans at the heart of AI innovation.
This year’s campaign emphasizes Life’s Good moments in everyday life with LG’s Affectionate Intelligence, which better understands and empathizes with customers. By incorporating the company’s human-centric philosophy, LG aims to move beyond technology-centric AI approaches, fostering deeper connections and more meaningful interactions between their products and users.
The new brand film heartwarmingly conveys how LG intuitively integrates its AI into customers’ daily routines, offering support to foster personalized experiences that enhance life at home, work and on the go.
The film begins at home, where a family enjoys ordinary yet precious moments together, relieved from daily chores with LG AI Home solutions quietly adapting to their individual needs. Whether it’s a gentle reminder to take an umbrella or automatically turning off the lights when everyone has left, the intelligent home simplifies routines so individuals can have the peace of mind to go about their day. As the film continues, viewers can see how the workplace transforms into a balanced environment with optimal air quality and temperature control for enhanced comfort. On the road, the system intuitively understands the physical and emotional state of both the driver and passengers, providing personalized recommendations that make every journey more relaxing and reassuring.
“Our brand’s focus is not just on AI technology itself, but on how it enhances customers’ lives in meaningful ways,” said Kim Hyo-eun, vice president and head of LG’s Brand Management Division. “This campaign aims to showcase how LG’s Affectionate Intelligence can positively transform our daily life, seamlessly integrating into everyday moments to offer comfort, ease and connection.”
The global campaign has rolled out in countries including the UK, Germany, Brazil, Mexico and Australia throughout March. The brand film can be viewed on
link hidden, please login to view, and more details about the campaign can be found on the LG website (). # # #
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By News Reporter
Company Expands 6G Leadership With 3GPP Executive Role and Cutting-Edge R&D
SEOUL, March 14, 2025 — LG Electronics (LG) continues to solidify its leadership in 6G communications, a transformative technology poised to shape the future of connectivity.
Kim Lae-young, Senior Research Engineer at LG’s CTO Office, has been appointed Vice Chair of the Service and System Aspects (SA) plenary at the 3rd Generation Partnership Project (3GPP), the global authority on mobile communications standards. The SA plenary plays a pivotal role in defining 5G and 6G system architectures, service scenarios, requirements and security mechanisms. It also drives the evolution of 5G-Advanced and the standardization of next-generation 6G technologies.
This appointment underscores LG’s expertise in communications protocols and system architecture. The company has already demonstrated its leadership by serving consecutive terms as the chair company of the Applications Working Group in the Next G Alliance, a North American 6G technology initiative led by the Alliance for Telecommunications Industry Solutions.
With this latest leadership role, LG aims to accelerate 6G research and development while actively contributing to global standardization efforts. 6G technology – enabling ultra-fast, low-latency and AI-integrated communication – will be crucial to LG’s future innovations in AI-powered smart homes, mobility and smart factories.
LG has been at the forefront of 6G research, driving innovation through strategic partnerships and pioneering initiatives. In 2019, it established Korea’s first dedicated 6G academic research center, the LG-KAIST 6G Research Center. To further accelerate advancements, LG has built a robust R&D network with leading institutions, including Germany’s Fraunhofer Institute and Korea’s Research Institute of Standards and Science, strengthening the development of core technologies. Since 2022, LG has also hosted the 6G Grand Summit, a global forum that brings together experts to shape the future of next-generation connectivity.
LG’s advancements in 6G technology have earned global recognition. In 2022, the company successfully carried out the world’s longest outdoor terahertz (THz) wireless data transmission, covering 500 meters in an urban setting. Additionally, LG is working closely with partners to validate Advanced Duplex wireless communication technology, a potential cornerstone of future 6G standards.
“We are committed to advancing next-generation technologies to reinforce our leadership in the 6G communications ecosystem and enhance our global competitiveness,” said Je Yeong-ho, head of LG’s C&M Standard Lab.
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By News Reporter
Representatives of LG Saudi Arabia (LG) and Al Hassan Ghazi Ibrahim Shaker Co. (Shaker) recently gathered in Riyadh, Saudi Arabia, for a celebration three decades in the making. The glitzy gala event marked 30 years of partnership between the two innovative companies, who continue to deliver innovative heating, ventilation and air conditioning (HVAC) solutions tailored for Saudi Arabia and the greater Middle Eastern market.
The partnership between LG and Shaker began in 2008 with the establishment of a joint venture – an advanced HVAC manufacturing facility in Riyadh. Over the years, their alliance has strengthened, solidifying their position as the leading providers of high-performance HVAC solutions in the region.
The event featured speeches and multimedia presentations honoring past and present achievements, and looking ahead to the exciting future of LG-Shaker collaboration.
“Our commitment to driving growth, enhancing customer satisfaction and contributing to the Kingdom’s sustainability goals is stronger than ever,” said Pilwon Jung, LG Electronics’ representative for the Middle East and Africa region.
Mohammed Ibrahim Abunayyan, CEO of Shaker, highlighted the success and synergy of the long-standing relationship, emphasizing the shared values and belief in creating a better future.
“This enduring partnership reflects our joint dedication to delivering leading, cutting-edge, energy-efficient HVAC solutions that align with Saudi Arabia’s strategic vision,” he said.
The event also recognized key stakeholders, including top HVAC consultants and contractors, whose contributions have been integral to the partnership’s success.
Aligned with Saudi Vision 2030, LG and Shaker continue to champion high-efficiency HVAC solutions that promote sustainability. One such innovation is the LG Multi V i, set to launch in the Kingdom later this year. This advanced system leverages AI-driven algorithms to intelligently adjust the indoor temperature for optimal comfort while helping to minimize energy consumption at the same time. In addition, the companies are showcasing the benefits of LG’s energy-efficient oil-free chillers and high-performance residential air conditioning solutions employing DUAL Inverter technology.
Building on their strong, long-standing partnership, LG and Shaker remain wholly dedicated to leading the Saudi Arabian HVAC market with innovative and energy-efficient solutions for a smarter, more comfortable life.
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By News Reporter
Creativity thrives where art and technology intersect, sparking innovation that unlocks new forms of expression while deepening our appreciation for art. Embracing this powerful synergy, LG is dedicated to supporting artistic endeavors that push boundaries and redefine possibilities, as well as seeking transformations of contemporary art into unique experiences using state-of-the-art displays.
In January, LG Singapore formed a groundbreaking partnership with ART SG 2025, presented by Founding and Lead Partner UBS, to merge its cutting-edge technology with the contemporary art of inspiring creators, crafting an unforgettable experience for all who bear witness.
As a Supporting Partner, LG Singapore supplied ART SG’s galleries with an array of powerful and clear OLED evo TVs, with the impressive 42- and 75-inch models anchoring star local artist
link hidden, please login to view’s latest installation – “Meet Eva Here.”
This distinctive art piece invites the audience to engage with an AI companion (Eva) who listens, reflects and evolves through anonymous conversations displayed on screen. By interacting with Eva, participants can shape a living narrative that examines the boundaries of trust, identity and connection in the age of artificial intelligence.
Among the exhibition’s esteemed visitors was the Ambassador of the Republic of Korea to Singapore, Hong Jin-wook, who was eager to meet representatives of LG Singapore due to his shared passion for art and technology.
Recording no less than 41,000 visitors in its third year at the Marina Bay Sands Expo and Convention Centre, ART SG 2025 made greater waves in Singapore’s art scene this year. This partnership marks another step in redefining how users engage with art in an increasingly digital world, offering an open invitation to explore the evolving narratives emerging from this dynamic relationship.
Contributed by LG Singapore
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By News Reporter
Company Gains Global Acclaim for Functional Safety and Reliability,
Strengthening its Position in the Automotive Semiconductor Market
SEOUL, Feb. 5, 2025 — LG Electronics (LG) has developed a high-performance automotive Micro Controller Unit (MCU) that has garnered global recognition for its functionality, safety and reliability. Building on its previous success in creating exclusive chips for AI home appliances and smart TVs, LG is now accelerating its AI semiconductor design and development in the mobility sector.
Recently, LG obtained ISO 26262 certification from TÜV Rheinland, a renowned German testing and certification organization, for its automotive MCU. This certification, established by the International Organization for Standardization (ISO), is an international standard for functional safety in automotive applications. It rigorously verifies the safety and reliability of electrical and electronic systems in vehicles to prevent accidents caused by system failures. LG had previously received ISO 26262 certification for its automotive semiconductor development process, and the high-performance MCU developed under this process has also been recognized for its excellence in functional safety.
This MCU, LG’s first self-developed automotive semiconductor, is designed for infotainment applications, such as monitoring Audio, Video and Navigation (AVN) systems and providing stable control of in-vehicle communications. LG possesses foundational technologies in all areas of automotive semiconductor design, implementation and verification, and through the acquisition of this certification, the company has secured high reliability in functional safety.
To proactively respond to the mobility market’s transition toward software-defined vehicles (SDV), LG continues to strengthen its automotive semiconductor development capabilities. The company plans to advance its technology to meet the complex and sophisticated requirements of the future mobility sector.
“LG’s vehicle components and solutions, autonomous driving technology and content services are recognized in the global market,” said Jin-gyeong Kim, head of LG’s SoC R&D Center. “We plan to enhance our competitiveness in the future mobility sector by strengthening our automotive semiconductor development process and design capabilities.”
LG continues to achieve qualitative growth in its automotive components business, including infotainment, electric vehicle components and automotive lighting. The company is also expanding its automotive business into service areas with Advanced Driver Assistance System (ADAS) and Automotive Content Platform powered by webOS.
Previously, LG received certification from TÜV Rheinland for the development processes of “components for autonomous vehicles” and “vehicle media components,” such as ADAS, cameras, infotainment systems and vehicle displays.
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